Improve Click Through Rates – Superior PPC Management
In recent years, one of the more massive changes in pay per click advertising has been the importance that the PPC engines put on Click Through Rates. How often and ad gets clicked is now a major part of the quality score algorithms of the PPC engines. Paying particular attention to these numbers and fine tuning them can help you rise up in the rankings, but also even lower your costs per click.
Optimizing your Click Through Rates (CTRs) can be done in a variety of ways. We’ll touch on just a few of the large ones below. There are generally no quick fixes (unless you outsource to a PPC management company). So, get ready to roll up the sleeves and plan to put in some continual work.
The Importance of Targeted, Relevant Keywords
Think about the user who is searching the phrase you are advertising on. The more you can focus your ad to them, the more you can drive up our CTRs. This may mean including the keyword phrase into your actual ad copy. So, if you’ve built yourself and account with a couple ad groups stuffed with keywords, you’re in a bit of a bind. You want to reach the searcher and nothing does that more by being as relevant as you can with an ad that talks to that individual keyword.
If your account is structured poorly with too many keywords into too few ad groups, then you should think about ditching it and starting over. Yeah, I know, that sounds extreme, but the results may be worthwhile in the long term. If it’s too much work for you to re-do, then definitely think about outsourcing.
Hunting for Negative Keywords
As Click Through Rates are more vital to success in PPC, so too are negative keywords. Negative keywords are words and phrases that you want to exclude your ads from appearing on. If you sell software, you might want to make “free” a negative keyword, for example, so you don’t appear under keyword variations of people looking for free software. Negative keywords not only save you from unwanted clicks that cost you money, but unwanted impressions. If you reduce those impressions, your CTRs will rise.
Ad Copy Improvement
One of the more massive items to look at is your ad copy. Do you have a compelling ad? Is there a call to action or a value statement of some kind? You want to push the right buttons. And while there are a number ad copy tricks that can do this, the ideal method to improving your ads is split testing.
Running multiple ads for each keyword — split testing — may seem like a simple process, but there are a few things to take into consideration. You don’t want to end a test too soon or too late. You don’t want to test for a few weeks straight and then not test for a few months. You want a consistent, constant effort. Over time, this pays off very, very effectively. If you don’t make a commitment to it, you won’t see much of an impact.
There are a variety of tricks and secrets to optimizing your PPC accounts. Putting added focus on those Click Through Rates is a good place to start. If you are in an especially competitive business and keyword marketplace, think about outsourcing to a professional. If you can’t afford that added expense (although a good PPC expert will more than pay for himself), roll up the sleeves and get to work. Intelligent effort pays off.
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